Rovio’s Angry Birds celebrates tenth anniversary today

Rovio’s Bring the Anger campaign, launched as just part of the ongoing tenth anniversary celebrations for the Angry Birds brand, has got off to a flying start, having helped the brand take up residence in New York’s Times Square while calling on the aide of WWE’s own superstar, The Big Show.

Angry Birds emerged from the mobile game industry ten years ago today, as an early example of the medium’s subsequent mass adoption. Its gameplay became a model for the experiences players would quickly take to on the mobile platform.

4.5 billion downloads later, says the firm, the Angry Birds aren’t showing any signs of slowing down.

Over the course of the last decade, The Angry Birds brand has pledged allegiance to a number of causes, from fighting climate change, protecting threatened species, helping disabled gamers play, or helping families cope with paediatric cancer.

Last month, Rovio launched its Bring the Anger anniversary celebrations when a fleet of anger-powered scooters were deployed to content creators around the world, allowing influencers to share the message of ‘transforming anger into something useful.’ This was followed with an event at New York’s Times Square, where a vending machine that only accepts anger as payment was installed.

The Venting Machine, with the help of WWE Superstar, The Big Show, encourage passers-by to deposit their rage into the machine to earn prizes.

The celebrations haven’t concluded there. Rovio also recently held an in-game event in Angry Birds 2, calling on players to show their support by popping as many pigs as they could. The goal was to pop ten billion pigs, and at the conclusion of the event, a donation of $100k would be make to UNICEF’s Education in Emergencies fund.

Rovio has confirmed that the goal was ‘subsequently smashed,” and has thanked all the players for bringing their anger to Angry Birds 2.

“Angry Birds has grown into a phenomenon that has reached beyond anyone’s expectations,” said Kati Levoranta, Rovio CEO.

“The Bring the Anger campaign is the perfect extension of the commitment to good causes that Angry Birds has shown over the years. Not only as an example of the birds’ good works, but an example that the players are truly the ones responsible for the Angry Birds’ success.

“It is the fans that have gotten Angry Birds to this point, and we will spend the next years continuing to create the kinds of amazing game and entertainment experiences fans have come to expect.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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